The 9’58 Biography
THE OBJECTIVES AND CONTEXT OF THE CAMPAIGN:
Huawei is a brand on the move. They’ve achieved huge growth in China. The ambition is to grab market share away from Apple and Samsung and move to be the #1 smartphone globally.
The Mate 10 is the Huawei business flagship smartphone. The unique selling point of the new Mate phones is the AI chip. This is the first smartphone that has an actual AI chip built into it.
Communications objectives were to disrupt the market through the revolutionary AI capability within the chipset and move Mate Series from ‘a better choice’ to ‘the best choice’.
Make the world full of love (AI)
AI is “love” in Pinyin of Mandarin Chinese
THE STRATEGY & INSIGHT
TA are new elites in China who leading the next wave of business in their fields. They are young, well connected individuals who work hard to achieve their very best and drive their retrospective industries forward. They strive to achieve the very best in all aspects of their lives. They are confident, curious, open-minded and optimistic.
The phone that has an actual AI chip built into, like a person, can understand you. It has an AI heart. The big difference between Humans and Machine is that Humans know to love and need to be loved. The phone with the AI chip (heart) can learn, think and has its personality and emotions, like you.
EXECUTION OF THE IDEA
The film is about a father teaching his daughter to give love.
Communicate customers with a soft and touching story, and naturally show the product and its selling points.
RESULTS & OPTIMIZATION
A very positive result.
The film has been viewed and forwarded by lots of people on social media in China. Either the client or consumers were moved deeply. Many consumers were moved to tears. In the first three days when the film was on air, there were over 100,000 views on either WeChat account ‘People’ or ‘Copy & Art’.
The 9’58 Biography
Without a Ramp, a Sidewalk is a Wall
Mission Really Impossible
Humanity’s First Queue
Nicest Christmas Ever
Save Our Species